Faculty of Marketing, Chimanbhai Patel Institute of Management & Research, Gujarat Technological University, India. panditricha@gmail.com
A research is conducted to find out the children's involvement in the purchase decision of high involvement, low involvement and child centric products. Few products are selected under each selected category. In 21st century, more people are living in a nuclear family yet many people still believe in the joint family structure and hence family structure and family income have become important variables of the study. A survey of 205 parents were conducted. Data collected through survey were analyzed using ANOVA and MANOVA in SPSS. Significant influence of children has been found out in this research.
High Involvement, Low Involvement, Child centric, Family structure
